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Day 1 - IFA International

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NEWS © Messe Berlin

NEWS © Messe Berlin GmbH Jürgen Boyny Global Director Consumer Electronics, GfK Retail and Technology Technical Consumer Goods The Current Market Scenario GfK outlines the latest trends and undercurrents With some segments performing brilliantly and others stagnating, the technical consumer goods markets need to be followed very closely at all times in order to stay “behind the eight ball”. We asked Jürgen Boyny, Global Director Consumer Electronics, GfK Retail and Technology, what he sees as being the most important trends in the current scenario. We expect 814 Billion Euro in Global Digital Consumer Goods (CE/IT/TELCO) spending in 2016. This will be -5% (in Euro) compared to 2015. Nevertheless, we have to understand that 2015 had been an extremely positive year, with +10% growth - to a level of 859 Billion Euro for these digital world products. For Major Domestic Appliances we expect a development of +3% in value in 2016. For Small Domestic Appliances we expect a positive growth between +2% and +6%. It is important to understand that the global development in value is highly effected by the change of currency exchange rates between US$ and Euro. In the second quarter of 2016, the Western European Technical Consumer Goods (TCG) market grew by 2.1%, compared to Q2 2015. There were sales value increases in the consumer electronics (CE), major domestic appliances (MDA), small domestic appliances (SDA), and telecommunications (TC) sectors. In all other sectors, sales values declined. The overall TCG market in Western Europe in Q2 2016 generated €48.3 billion. If we have a look at unitbased consumer demand, we have a clear growth driven by innovations. Connectivity is the buzzword, not only for Digital World, where it has been the case for a longer time. In this digital world, the connectivity is not bringing a new single product, such as smartphones, tablets, PCs and TVs – which are already connected, but we are faced with a full basket of new gadgets, which are now connected. Examples are action cams, docking speakers, 360⁰ cameras, and connected home Hi-Fi systems. Next comes the Smart Home, with the emphasis now swapping over to major domestic appliances and small domestic appliances. Connectivity is the basis for vacuum cleaner robots, Bluetooth toothbrushes, smart washing machines and the smart home heating system. How did the European TV market fare with the EURO 2016? Soccer is always a guaranty for growth in TV sales in Europe. And this year, the effect has been even overlapped by the switchover to HD from SDTV broadcasting in France. We have seen close to 9% growth in Europe (without former CIS) in consumer demand, and a clear growth into bigger screen sizes and as well as a growth in 32-inch screens. What about IT (laptops and convertibles)? The computing market still continues to be weak. We see negative trends in laptops and in media tablets, as the latter have reached high household saturation. However, gaming computers are a clear trend and with that, also gaming accessories. What’s the most exciting thing in the market today? Connectivity will influence our entire lives. Not only in entertainment, not only in audio or video, not only in communication, but it will impact our behaviour at home and outdoors. We can control things at home with our mobile internet device, we can communicate not only via voice bit even via video from everywhere around the world, and we can go shopping wherever we are. But we see also that our behaviour is accelerating, with a fast look at videos, short messages to friends, a brief check of my health… it all takes only a view seconds in the end CONNECTIVITY WILL INFLUENCE OUR ENTIRE LIVES. IFA International • Friday 2 nd September 2016 11

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